Posted: April 25th, 2025

Innovative Revenue Sources – Discussion

Post a reply of at least 200 words for each discussion post.  Any sources cited must have been published within the last ten years. Acceptable sources include relevant articles that are external to the course (i.e. must be in addition to the course text and other course materials provided).

Discussion by Treon Sibley

As a member of the football team at Liberty University, I’m part of a team that diligently works to oversee its resources, stock, and income sources. Liberty Athletics, which encompasses the football team, is a part of an expanding sports and academic institution that aims to provide a comprehensive experience for its athletes while striving for excellence both on and off the field. The careful management of resources, stock, and income is essential for the program’s sustainability and growth. Liberty University, similar to other athletic departments, possesses a mix of physical and intellectual resources that are crucial for its daily operations. Physical resources include the football field, weight rooms, training centers, and equipment for the stadium. Intellectual resources consist of the coaching staff, the program’s reputation, the student-athletes, and the alumni network. One of the most important resources managed by the athletic department is its sports facilities. The Williams Stadium, the home of the football team, is a modern facility that requires continuous upkeep and enhancement. The management of stock within the athletic department typically involves sports equipment like football uniforms, training gear, and medical supplies. Proper management of these resources ensures they are in excellent condition, supporting the athletes’ performance and safety.

Liberty University Athletics has excelled in utilizing its campus facilities and resources. For instance, the football program makes use of its on-campus training and fitness facilities to enhance the athletes’ performance, while also renting these spaces to other teams or groups when not in use. The athletic department generates income through various means. These include ticket sales for games, sponsorships, sales of merchandise, and rights to broadcast games. Ticket Sales and Revenue from Game Days: The Liberty Flames football team has a loyal following, making ticket sales a significant source of income. Additionally, activities on game days such as concessions, parking fees, and hospitality packages also contribute to the financial success of the program. Sponsorships and Business Deals: Liberty Athletics has been adept at forming business deals and sponsorships with both local and national companies. For example, partnerships with businesses in the fitness and sports sectors help fund different athletic programs and boost overall revenue. Companies find value in sponsoring collegiate sports programs due to their wide reach through media and fans. Media and Digital Rights: Another major source of income is media rights. Liberty Athletics has expanded its media presence, including streaming football games through various platforms and networks. The shift towards digital platforms for broadcasting games has become crucial as it allows the university to connect with fans beyond its immediate area.

Alumni Support and Contributions: The alumni network at Liberty University plays a significant role in generating income. Through fundraising efforts and contributions from past students and athletes, the university is able to fund scholarships, improve facilities, and support special initiatives that enhance its football program. For instance, the Liberty Flames Club does this by offering unique perks to alumni and donors in return for their financial backing. Engaging Fans and Online Platforms: Liberty University has found a creative way to profit from its assets through online platforms and strategies aimed at engaging fans. The university’s website and social media platforms are used not just to advertise upcoming events and programs but also to directly sell tickets and merchandise to fans. Digital content such as behind-the-scenes videos, interviews, and exclusive training clips also helps increase fan engagement and sales of merchandise. Non-Fungible Tokens (NFTs) and Digital Items: Some sports organizations are looking into using NFTs (non-fungible tokens) to profit from their unique assets. For example, teams can sell digital items like player highlights and exclusive memorabilia as NFTs. Although this area is still developing, collegiate athletic programs like Liberty could consider entering this market to take advantage of the growing digital economy. Enhanced Fan Experiences: Liberty University has ventured into offering premium experiences for fans, such as luxury suites, VIP access to games, and exclusive meet-and-greet opportunities with players and coaches. These offerings not only provide a more engaging experience for fans but also bring in significant revenue, particularly for high-profile games.

Biblical Stewardship in Athletics and Sports Management
The Bible provides principles that can guide the management of resources in athletics and sports management. A key principle is stewardship. In 1 Peter 4:10, it states:
“Each of you should use whatever gift you have received to serve others, as faithful stewards of God’s grace in its various forms.” (1 Peter 4:10, NIV).
This passage reminds us that we are given valuable resources—not just as individuals but as part of an organization. For Liberty Athletics, this means managing its physical and financial assets wisely to support the institution’s mission and the growth of student-athletes. The university’s athletic department can adopt this principle by ensuring that every dollar earned and every asset managed is used judiciously to further the institution’s goals and the development of its student-athletes. Liberty University Athletics has effectively managed its resources and income sources, but there are opportunities for further development: Growing its Fan Base Beyond the Local Area: Although local sponsorships and donations from alumni are solid, Liberty has the potential to attract a broader, national, or even global following. By forming more international alliances and making its events more accessible, Liberty could boost its income from merchandise and broadcasting rights. Adopting Green Practices: Numerous college sports programs are starting to focus on sustainability, including the use of energy-saving stadiums, environmentally friendly merchandise, and reducing waste at events. Liberty could improve its green initiatives, which would not only attract fans who care about the environment but also lower its long-term operational expenses.

In summary, Liberty University Athletics has excelled in managing its assets, inventory, and income through various methods, including ticket sales, sponsorships, and media deals. The adoption of new strategies like the use of online platforms and engaging with fans is increasing its income. By concentrating on ethical management and finding innovative ways to expand its audience and invest in sustainability, Liberty can continue to develop a successful and meaningful athletic program that is in line with biblical teachings on stewardship.

References

:
Sports Marketing: A Strategic Perspective by Matthew D. Shank (2016).
The Business of Sports by Scott R. Rosner and Kenneth L. Shropshire (2020).

Nov 10 9:58pm

Discussion by Alexis Keith

The specific sports organization/athletic facility I chose to discuss is my place of work, Gainesville High School. As a health, physical education, and driver’s ed teacher, I utilize all of my school’s athletic and weight-lifting accommodations every single workday. As a public high school, this is a unique financial scenario as tax dollars fund it, and is located in a relatively upscale area. However, it can be limited resource-wise since we constantly need to get things approved through multiple channels before buying equipment.

Being a relatively brand-new high school (opening in the fall of 2021), we are lucky in that the gymnasiums, weight room, athletic equipment, and fields are all new and up to date. Although things are state of the art, the school faces the challenges of maintaining, upkeeping, and updating equipment due to this giant 2,700-student population. When it comes to funding this, Gainesville High School receives a budget from the school board due to the tax income from the upper-middle-class population. Along with the school board budget, Gainesville also profits from ticket sales from home games, merch sales through their online store, and Virginia High School League (VHSL) funding. Even with that significant amount of money coming in, Gainesville’s athletic programs and facilities rely heavily on support from volunteers which are usually students, teachers, and parents. 

To increase revenue, Gainesville Athletics could consider more innovative approaches. One opportunity is dynamic pricing for tickets, almost like what collegiate and professional sports teams do. This could involve adjusting ticket prices for popular games based on demand, which would generate additional income during high-interest events (Howland, 2023). By analyzing attendance data, the athletics department could optimize ticket pricing for homecoming games, rival matches, or playoffs. 

Another strategy is utilizing digital media to generate income. Many schools have started live-streaming games and charging for access to things, such as live game commentary, player interviews, or behind-the-scenes footage. Platforms like NFHS Network allow schools to stream sporting events to a broader audience, creating a new revenue stream from remote viewers who cannot attend in person (Coonan, 2023). Additionally, offering digital subscriptions or creating exclusive sports content can build a dedicated online following, bringing in revenue.

Gainesville can benefit from allowing the Lord into the program, which is difficult nowadays when it comes to being a public school. I think Proverbs 16:3 (NIV) says it perfectly, “Commit to the Lord whatever you do, and he will establish your plans.” This speaks to the importance of careful planning and reliance on wise principles when making financial decisions. Gainesville Athletics must ensure that its resource management and financial strategies align with long-term goals and serve the best interests of its student-athletes, the school, and the broader community.

 
References

·

Fried, G. B. (2020). Sport Finance. Human Kinetics.

· Coonan, C. (2023). “The Future of Sports Revenue: How Teams are Monetizing Digital Assets.” Sport Business Journal. Retrieved from 

www.sportbusinessjournal.com
Links to an external site.

· Howland, S. (2023). “Dynamic Pricing and Virtual Experiences: The Future of Ticketing in Sports.” Sports Management Review. Retrieved from 

www.sportsmanagementreview.com
Links to an external site.

· Proverbs 16:3 (NIV). Commit to the Lord whatever you do, and he will establish your plans. BibleGateway.com.